Behind the air conditioning sales reflects the transformation of business models

The high temperature weather in recent days in the north and the south has allowed the domestic air-conditioning market, which depends on heaven to eat, to “heat up”. Ovid Consulting Data showed that the air-conditioner sales volume for January-April this year was 11.106 million units, an increase of 5.8% year-on-year, and the sales volume was 51.63 billion yuan, an increase of 4.1% year-on-year.

For the stability of the air-conditioning market performance, Wang Liangliang, deputy director of Ovid Consulting, analyzed with the reporters of the State Grid Corporation of China. Last year, air-conditioning companies focused on clear inventory, and the air-conditioning market experienced a three-wave sales peak, which led to low stocks this year, and channels began to replenish. The terminal is under pressure, so the terminal sales increase is related to the manufacturer's advance promotion. In addition, hot weather is also awesome.

The first-line brand strategy is different. The reporter learned that the overall sales performance of air-conditioning companies in recent months is relatively stable. Ovid data shows that sales of Gree, Midea, and Haier in the first-line camp have all increased. Gree still holds the first place with a market share of around 30%; US air-conditioner domestic market share was 20.3% from January to April 2013, and its market share has increased to 25.6% from January to April 2014; Haier’s share remained at About 15%, but the highlight of Haier air-conditioning growth is online.

The three companies' terminal data in the frontline camp reflected different marketing strategies behind the data. For Gree, maintaining the posture of the air-conditioning boss is a matter to which Gree chairman Dong Mingzhu has to go all out. Since this year, the outside world has also seen Gree's open mind on sales channels, and it cooperates with chain channels to melt ice again. The tilt of e-commerce channels confirms Gree's emphasis on sales.

However, the topic of Wang Gree still has a lot of controversy in the end market. A sales person in charge of an air-conditioning brand in Jiangsu revealed to the reporter of the China National Grid that Gree air-conditioner has been facing serious problems in the terminal and the distributors have been "putting their attention on the sale of dog meat", and Gree has not imposed any control on this. However, Wang Liangliang said that Gree’s strict control over price control may be a minor phenomenon.

Relatively speaking, in the "boutique strategy" under the implementation of the US air-conditioning, this year's retail terminal management more refined. From the “outstanding quality” of product sampling to the “delicacy” of store display, to “promoting” dealership sales, and profitability as the “excellence” management method of performance assessment, the air conditioning of Midea has recovered from its previous operations. Enter the period of healthy growth.

The highlight of this year's Haier air conditioning is online. Haier applied "Internet thinking" to the transformation of air-conditioning business model. This reporter learned that this year, Haier's new air-conditioning promotion form began to start from the line, after a period of promotion and product improvement and then spread to the line, like Tianhe air conditioner Haier's flagship product also uses this promotion the way. This also promoted the sales of Haier air-conditioning online. According to data from Aowei Consulting, Haier air-conditioner sales accounted for 15% of online sales ranked first.

The second and third tier brands have survived in the outbreak of demand in the 3rd and 4th markets. In the relatively optimistic market environment, the second and third tier air conditioning brands have also achieved sales growth.

Xinhong Electric’s deputy general manager Cheng Hongwen indicated to China National Grid that sales of new air conditioners in April had doubled on the basis of last year. So far, the annual sales target of 700,000 sets of air conditioners has already completed more than half, and it is expected that sales will be for the whole year. About 800,000 sets. Its new Zhi Zhi Zun and Zhi Bo platinum four series inverter air conditioner new products greatly stimulated the confidence of dealers. Because the frequency conversion air conditioner in the 3rd and 4th markets has been popularized, the proportion of inverter air conditioners in some markets such as Shandong, Henan and Hebei has reached 60%-70%, and 90% in individual places.

Therefore, Cheng Hongwen introduced that in the second half of the year, Shinco will also introduce a frequency conversion cabinet machine. Currently, it has invested in the mold.

Xinke air-conditioning channel has grown to more than 200, Cheng Hongwen introduced to the end of May the new more than 70 channels to cover Hebei, Shandong, Shanxi, Guangzhou, Jiangxi, Hunan, Hubei and other markets.

For reasons of growth, Cheng Hongwen told reporters that on the one hand, Shinco air-conditioning has made heavy investment in products, channels, after-sales, and quality control in the market growth stage, and on the other hand, it has benefited from the outbreak of demand growth in the 3rd and 4th markets this year. In particular, sales in markets such as Beijing and Hebei are very good. In addition, the increase in demand in the urban market and the drive of the suburban market driven by urbanization are also the reasons for the increase in sales volume.

However, there is still an opportunism at the same time as the general market and general corporate growth. China National Grid understands that there are no-name air-conditioner companies that make quick money and will sell air-conditioners through second- and third-tier brands to produce air-conditioners. This kind of no-name company has an outbreak mentality of “a few years in years and selling a few pieces”. , but often product performance, quality and after-sales cannot be guaranteed.